The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture
Chapter 6: Debunking the Myths of Global Consumer Culture Literature
Debunking the Myths of Global Consumer Culture Literature
Globalization and global markets are typically considered in terms of production and supply chains across the world. However, globalization and its specific local encounters transform and are transformed by the consumption of goods and imaginaries as profoundly as production. Global capitalism may well be driven more significantly by new forms of consumption than by production (Comaroff and Comaroff 2005; Friedman 2005). Hence, consumption studies and marketing/consumer research have a lot to contribute to the understanding of globalization and global markets. However, cross-fertilization among disciplines has usually been scarce (see Richard Wilk's work for an exception) – for example, between anthropology and economics and ...